Charles Dance stars in new Chivas ad

British actor Charles Dance is starring in the latest installment of the Live with Chivalry marketing campaign by Chivas Regal.

Famed British actor Charles Dance has been enlisted to front the latest instalment of Chivas Regal’s Live with Chivalry campaign

In the advertisement, which is now being aired across television and cinema worldwide, the Game of Thrones star takes on the role of a charismatic barman, imparting knowledge of the values of chivalry to his patrons.

“Since its 2008 launch, the Live with Chivalry campaign has been incredibly effective in helping Chivas to connect with modern gentlemen around the world.

“We believe that this latest instalment gives a deeper meaning to what it takes to Live with Chivalry, demonstrating that modern gentlemen show their generosity of spirit.”

A new web app, called Made in Your Honour, has also been developed to complement the latest campaign instalment. This will allow users to “show their generosity of spirit” through a personalised video where a virtual barman creates a Chivas drink in the recipient’s name.

The advertisement was shot by Danish director Adam Hashemi, whose debut film starring Cameron Diaz and Benecio del Toro premiers in 2014.